Red Newsom
Red Newsom is an avid reader, writer and collector of Jellycats, of which she owns more than 300. She holds an MA in creative writing and has been shortlisted for the Northern Blog Awards. She is a bookseller and Events Manager at Blackwellβs, Manchester.
BUYING OPTIONS
Buy Soft Power
Why are grown adults queuing for plush toys, hunting limited editions, and treating stuffed animals as treasured companions?
Soft Power: Cuteness Commodified explores the cultural, psychological and commercial forces behind one of the defining consumer phenomena of our time. From Jellycats and Labubus to Squishmallows and collectible mascots, this book asks why we are hardwired to respond to soft, vulnerable-looking objectsβand shows how brands exploit those instincts through scarcity, storytelling, social media and carefully orchestrated product drops. It also considers the deeper emotional role these objects now play. In an increasingly isolated, anxious and digital world, soft toys have become sources of comfort, identity and belonging. For many peopleβespecially those who are neurodiverseβthey are far more than possessions; they are meaningful companions.
Part cultural critique, part exploration of modern emotional life, Soft Power explains how cuteness became commerceβand why the softest products often wield the greatest influence.
